Know-How Exchange : Research/Metrics

I've been involved in dozens of taste tests, including some with children. You should not try to organize this on your own if the results will be used for serious decision-making. You need professional guidance.

You also need to consider some kind of positioning statement or concept test in conjunction with the taste test. It has the potential to significantly alter perceptions of taste -- even with kids.

If you need a referral, let me know. (Just use contact information in my profile.)

Hi Mak,

Interesting questions....my take:

1) using employees' kids is a great idea for advertising models (eg Pampers) but not for concept tests. It is tough enough to keep positive respondent bias out of test with strangers; employees kids are even more likely to respond more positively than they would in the marketplace.
2) are you also surveying parents, which are key decision makers/influencers? You should, and if you do, (1) is even more important
3) a positioning statement/concept test refers to all major non-taste elements you will use to market your product: package, slogan, brand, etc. At least from the Pepsi and New Coke blind taste tests in the 1980s, we know that all of those influence not just whether consumers try the product in the first place, but also how they perceive the taste afterwards. Leaving those out of the test may leave you with a great tasting product that nobody will buy

Cheers